Ad Nut
Jan 13, 2022

Mattress company offers support for bike-nappers

AD NUT's PICK OF THE WEEK: For delivery drivers who want to steal some shuteye during their hectic days, mattress seller RU9 and Happiness Saigon came up with a supportive upgrade.

Having seen a mattress company in India make a meaningless gesture of 'support' for a community last year (see "Company claims Pride mattress 'supports' the community (Groan)", Ad Nut was leery about a new effort out of Happiness Saigon and Vietnam's RU9.

But unlike the aforementioned condemnation-worthy campaign, RU9's initiative is legit and commendable.

You see, during pandemic lockdown last year, the companies decided to use RU9's memory-foam expertise to craft customised replacement seats for 50 delivery drivers' motorbikes. Since drivers often use their bikes as makeshift beds for mid-shift naps—in feats of balance that make even a singularly graceful creature like Ad Nut nod with respect—a better seat translates to a major quality-of-nap upgrade. Which of course, the drivers who keep people fed and equipped during the pandemic definitely deserve. Winners are being chosen at random, and the companies are also providing new mattresses (the conventional kind, for real beds) to 50 additional drivers, as well as offering discounts to any hard-working delivery-folk nationwide.  

Needless to say the campaign around the effort works as a great demo/promotion for the brand. But that doesn't take away from the sincere kindness at the core of the idea, in Ad Nut's opinion.

“It was an intuitive leap," said Jazz Tonna, creative partner at Happiness Saigon. "As a disruptive mattress brand, they were perfectly positioned to tap into this local behavior and create something unique and meaningful.”

Now, can someone design a nice memory-foam mattress for a tree branch?

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign Asia

Related Articles

Just Published

1 hour ago

Brands plan for a quiet Pride Month

Agencies report dwindling projects and an overall lack of communication from clients regarding Pride Month plans.

1 hour ago

Bosch partners with Amnet and Samsung for weather-ac...

The initiative harnesses weather API and CTV to boost awareness of Bosch's new machines, with impressive results in Mumbai.

1 hour ago

Havas Worldwide retains Durex creative duties

As reported earlier by Campaign India, the pitch had several big-ticket agencies vying for the plum account alongside the incumbent.

2 hours ago

Queer Ad Folk: Good allies must call out the ...

Deborah Whitfield, head of production and executive producer, Factory Studios, shares her experience.